India, Aug. 22 -- A California fashion brand is facing severe online backlash after mislabeling a saree on its website. Upon uncovering the listing, a Threads user pointed out that the label described a traditional saree while stripping away its cultural context. Despite incorporating distinct features like waist pleats and a shoulder pallu, the item was marketed as a gown. Responding to the post, social media users slammed the practice of renaming heritage clothing for Western consumers.

"JW PEI brand is an example of how cultural appropriation can happen even within 2 marginalized communities' members, especially in the diaspora," a Threads user wrote.

The person continued, "While the founders are an Asian husband & wife team based ou...